Digitell Helps Clients Capture and Market Their Event Content
Great content is the reason why people pay to attend any professional event. But what happens to that content once the show is over? Knowing the secrets of how to leverage content for additional revenue is a mystery to many event owners and planners. Digitell solves that mystery. EventsInAmerica.com (EIA) spoke with Steve Parker, Vice President of Digitell, at the IAEE Expo! Expo! in Anaheim. He shares this advice for event professionals:
EIA: Tell us about your company and what you do?
Parker: Digitell is a multi-media company. We enable organizations to capture and manipulate their content, repackage it, distribute it and sell it to generate revenue. Today, content is king. There are enormous benefits to organizations who utilize their content in a digital world. The opportunities are quite extensive.
And when you talk about content, you’re referring to education, to speakers, to keynoters, to breakout sessions…
Exactly. Content is the education you offer at your conference; it’s the value your conference is built upon. Organizations should be marketing their content before, during and after the conference. It keeps the conference alive. So utilizing content to attract new exhibitors, new attendees and new members is a no-brainer.
Who are some of your target customers?
We work with large associations like RSNA, SHRM and AICPA and many smaller organizations like the Institute of Functional Medicine, small nursing groups, the pet dog trainers, and others. And our corporate market is growing. Our clients are widespread and the successes they’re having with content- capture and livestreaming their events have been phenomenal.
What make Digitell unique?
We help clients generate more revenue than what we charge. Probably 90% of our clients are generating profits from the livestreaming and content programs we’ve created for them, so therefore, our costs become irrelevant. Leveraging your content and generating revenue is what it’s all about today.
What 1 or 2 trends do you see developing in the trade show industry?
Event owners are starting to realize that the show is not just for the people who attend. There’s a tremendous profit opportunity to market the conference to those who cannot attend. And for many organizations, that might be from 70% to 90% of their audience.
The data shows that 20% to 40% of people who watch a conference virtually will attend the conference the following year. So there are all kinds of opportunities available through livestreaming – from streaming the education, to streaming product showcases beyond the exhibit hall, to doing a talk show with professional hosts – all different ways of bringing your conference to an international community who just can’t make it that year or who may not be that familiar with your organization. Tapping into a livestreaming session may just be what they need to become more involved.
What’s the outlook for 2017?
Our newest launch is our platform called Opus DX. It is probably the most flexible and sophisticated learning management system to come on the market. It’s a great tool for managing and leveraging and selling content. And so we’re hopeful that organizations that have just been doing the minimum with their content are going to be excited by Opus DX. It’s going to help them drive some serious revenue and exposure.
What 1 or 2 tips can you offer an event planner, event owner or association to ensure they have a successful event?
They need to aggressively look at livestreaming their events. And if they’re not capturing and marketing their content, it’s a must that they start doing so. Most organizations are just not familiar with utilizing their education to promote exhibitors, or increase traffic, or drive new members. But it’s all possible in today’s digital world.
What’s the best new idea you’ve seen in the tradeshow industry?
There are lots of exciting things happening with apps and digital signage and all kinds of digital activity. I think digital is really enhancing the total tradeshow experience. Obviously people are trying to play more with social media and getting people more engaged. And I think that all these tools are creating a much better experience for the conference attendee.
What do you like most about attending IAEE Expo! Expo!?
IAEE brings the major players into one location and gives me an opportunity to speak to all the heavy hitters in the events industry.
Is there anything we haven’t discussed that your think our audience should know about?
We’re a unique company with skilled and experienced employees. Our customer service is top notch. If you’re interested in doing anything with your content, I hope you give us a try.
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